So imagine one has a popular, cred laden music blog. You are followed by a large but select market, have earned an ear or couple thousand through repute and clout, & are generally engrossed in the community surrounds. Surely something can be made of such a situation? Well, according to a recent Wired feature, the next wave for music bloggers is taking recording into their own hands by starting up their very own indie labels.
And why not? In true entrepreneurial spirit they’ve taken an internet platform and spun it into something that suits. Not only can they offer immediate and precise promotions, they can also take on smaller, passion projects that may not generate much revenue, but are still vital for the artist. And get them the attention they deserve to boot. Yourstru.ly fits this dynamic business model to a T. They’re a collaboration of writers, cinematographers, photographers, designers, editors, bloggers, & djs who contribute to a music video blog that features artist of all cuts and colors. In tandem, they run a small label called Love Letters Ink that picks up projects through connections made, sometimes, through the blog. This may not ever replace the major label, but is forcing them to reconsider the avenues normally used for recruitment. For one thing, the music blog/label model is a much more democratically driven method. Fans get to put their say on what the collective “we” really want next. With music blogs acting as a bastion, watchdog, critique, sounding board, megaphone, etc. We can get on that.
Commentary by Lauren Kroner